See Also

AMA’s Alcohol Information and Statistics

by David J. Hanson, Ph.D.

Although it’s a professional medical organization, the American
Medical Association (AMA) is also a major political organization.
In its efforts to influence public policy, the AMA plays fast and
loose with facts.

100,000 Beer Commercials

The AMA has recently asserted that it “long has focused on
how alcohol advertising affects young people, who, studies show,
typically will see 100,000 beer commercials before reaching age
18.” 1

In reality, not a single study has ever shown that young people
typically see 100,000 beer commercials before reaching age 18. No
such study exists. The AMA has gullibly presented an urban myth
as fact. Most professionals in the field of addictions have long
known that this statistic is a pure fabrication... a figment of
imagination that has absolutely no basis in fact. 2
But even if no one at the AMA was aware of this common knowledge,
simple common sense should have suggested to anyone of even average
intelligence its implausibility.

Assuming that even newborns watch television and can understand
the content of ads, there are about 6,205 days between birth and
the 18th birthday. To see 100,000 beer commercials during that period,
the person would have to see over 16 beer commercials each and every
day on average. That fact should have caused the AMA to try to verify
the veracity of its assertion, which it clearly never did.

Unscientific Surveys

An undergraduate student who conducted an Internet survey to estimate
teen use of alcohol would probably receive a very low, if not a
failing grade. That’s because the Internet survey would necessarily
be completely unscientific and violate the most basic principles
of legitimate survey research. Therefore, the results would be unreliable
and misleading.

Established research ethics require that the results of an Internet
survey be clearly identified as unscientific in order to alert and
protect the public. However, the AMA failed to disclose in its press
release the unscientific nature of its widely publicized reports
suggesting that most flavored malt beverage (so-called “alcopops”)
is consumed by teenagers and other questionable “findings.”
3
Not surprisingly, its findings are highly inconsistent with federal
and other research on the subject.

The AMA also uncritically passes off flawed and debunked “studies”
by the Center on Alcohol Marketing and Youth (CAMY), which is an
activist, not a scientific operation. 4

“Marketing to Underage People”

The AMA also asserts, without any evidence whatsoever, that alcopops
are aggressively marketed to underage people. It insists that “parents
should be outraged” that these beverages “clearly target”
underage persons. 5
That’s strong language.

However, the Federal Trade Commission (FTC) has thoroughly investigated
that charge several times in recent years. It has carefully examined
internal company documents, product placement in stores across the
country, data presented by alcohol activist groups, and much other
evidence.

In each and every case the FTC has found no evidence of industry
targeting of those who are underage. It has found, however, that
the majority of those who consume the flavored drinks in question
are over age 27. 6

“Alcohol Advertising Causes Drinking Problems”

An AMA headline shouts: “Break needed from alcohol ads: Alcohol advertising is one of the major culprits” causing alcohol
abuse...” 7
The AMA repeatedly insists that alcohol ads cause people to drink
and to abuse alcohol. However, decades of scientific research conduced
by governments, health agencies and universities around the world
belie the Association’s claim.

Successful alcohol advertisers increase their market share, which
they acquire at the expense of less successful advertisers, who
lose market share. 8

Alcohol advertising doesn’t increase overall alcohol beverage
sales, stimulate alcohol abuse, or induce non-drinkers to become
drinkers. However, that doesn’t stop the AMA from making its
baseless charges.

Censorship

Currently, the AMA is calling for voluntary bans on alcohol beverage
ads. However, its long-term goal is for the imposition of a ban
on all virtually alcohol advertising. “The Association has
long had a policy calling for a ban on all alcohol advertising outside
of liquor stores and bars. ‘The AMA still wants a ban, but
you have to get half-way to your destination before you complete
the trip,’ said Dr. Scotti” of the AMA. 9

A major obstacle to the AMA’s goal of censorship is the First
Amendment of the United States Constitution and its guarantee of
free speech.

Underage Drinking “Epidemic”

The AMA repeatedly refers to an “epidemic“ of underage
drinking. 10
But in reality alcohol consumption by young people continues to
drop. For example, among those age 12-17, about half were regular
drinkers in 1979; today fewer than one in five are, according to
federal surveys. 11

The proportion of high school seniors who have ever consumed alcohol
is down. 12

The proportion of high school seniors who have consumed alcohol
within previous year is down. 13

The proportion of high school seniors who have consumed alcohol
within previous 30 days is down. 14

The proportion of high school seniors who have recently consumed
alcohol daily is down. 15

The proportion of high school seniors who have consumed 5 or more
drinks on an occasion within previous two weeks is down. 16

Similarly, the proportion of entering college freshmen last year
who drank fell to the lowest level in the 38-year history of the
American College Freshman survey conducted annually by UCLA and
the American Council on Education. 17

AMA Office of Alcohol and Other Drug Abuse

The AMA describes its Office of Alcohol and Other Drug Abuse as
“a national program office of the Robert Wood Johnson Foundation.”
18
Not only did the temperance-oriented Robert Wood Johnson Foundation
establish the AMA’s office with an initial $5 million dollar
grant but also it has poured many millions of dollars more into
funding its activities. 19

One of the Office’s activities has been to give ten universities
$9 million to implement neo-prohibitionist practices on their campuses.
Although a comprehensive evaluation of the program by one of its
boosters found that the program is completely ineffective in reducing
either alcohol consumption or alcohol abuse, the AMA continues to
promote the program as if it were actually effective.

The AMA has virtually ignored the widespread steroid use and other
drug abuse so common in many sports but repeatedly attacks NASCAR
for permitting distillers to advertise or sponsor racecars.

Ignoring Facts

NASCAR has for decades permitted beer and wine advertisements and
sponsorships. Attacking NASCAR’s logical decision not to discriminate
against distilled spirits is irrational. Standard drinks of beer,
wine and distilled spirits contain equivalent amounts of alcohol
-- about six-tents of an ounce. 20
A standard drink is:

A 12-ounce bottle or can of regular beer

A 5-ounce glass of wine

A one and 1/2 ounce of 80 proof distilled spirits (either straight
or in a mixed drink)

Alcohol is alcohol and a drink is a drink is a drink. They’re
all the same to a Breathalyzer and they should be to the AMA as
well.

A Suggestion

The United States is experiencing a health care crisis. Millions
of Americans can’t afford medical care, medical insurance
costs are skyrocketing and AIDS has not been conquered. As sports
columnist Mark DeCotis says

Perhaps the AMA should refocus its concern on the myriad of
other problems affecting Americans that it, as the main voice
for physicians in this country, can control, such as affordable
health care. 21